IPA Effectiveness Awards 2008: Gold Award - Johnnie Walker

This paper shows how a global campaign transformed Johnnie Walker from
an ailing whisky producer into a global icon. In 1999, faced with the
steady loss of its market share, Johnnie Walker elevated its
communications beyond rational product claims to instead embody the
values of personal progress. The 'Keep walking' campaign has made the
brand an icon of progress in more than 120 markets worldwide, driving
considerable consumer engagement and accelerating growth. The US$2.21 billion of incremental sales generated since the campaign's launch
amounts to total sales growth of 48 per cent; growth, which today
continues unabated.

JUDGE'S COMMENT

The longevity and global reach of this campaign made a great impact. It
was particularly impressive to see existing iconography and brand
heritage used as the basis for a revitalised and universal campaign;
this is a powerful message for all marketers.

- Sir John Sunderland, former chairman, Cadbury, and chairman of
judges